Digital Marketing Certificate Web Analytics & Data-Driven Marketing

Question 1

What does 'bounce rate' measure in web analytics?

Accepted Answer

The percentage of sessions where users visited only one page before leaving

Answer

Bounce rate is the percentage of single-page sessions where the user left without interacting further or visiting additional pages.

Question 2

In Google Analytics, what is a 'session'?

Accepted Answer

A group of interactions a user takes within a given time frame on your website

Answer

A session is a group of user interactions with your website that take place within a given time frame, defaulting to 30 minutes of inactivity.

Question 3

What does 'UTM' stand for in campaign tracking URLs?

Accepted Answer

Urchin Tracking Module

Answer

UTM stands for Urchin Tracking Module, a system originally developed by Urchin Software (later acquired by Google) to track campaign performance.

Question 4

Which of the following is a 'dimension' in Google Analytics rather than a 'metric'?

Accepted Answer

Source / Medium

Answer

Source / Medium is a dimension — a qualitative attribute that describes data — while sessions, bounce rate, and pageviews are quantitative metrics.

Question 5

What is the primary purpose of the Acquisition report in GA4?

Accepted Answer

To reveal which channels and sources drive traffic to your website

Answer

The Acquisition report shows how users arrive at your site, breaking down traffic by channel, source, medium, and campaign.

Digital Marketing Certificate Practice Test